Adyen Introduces 'Personalize' to Innovate Real-Time Payment Experiences

Adyen Unveils Personalize for Dynamic Payment Experiences

Adyen, a leading global financial technology platform, revolutionizes the payment landscape with the launch of its new product, Personalize. Announced on February 11, 2026, this innovative tool is part of the Adyen Uplift suite, designed to optimize payment experiences based on consumer behavior. The primary goal of Personalize is to enhance conversion rates and minimize transaction costs, ultimately benefiting businesses and their customers alike.

The Essence of Personalize

As consumer expectations evolve, Adyen recognizes the need to offer more tailored payment solutions. The new Personalize product leverages Artificial Intelligence (AI) to adjust payment processes in real-time according to individual buyer behaviors and preferences. During its initial release year in 2025, Adyen Uplift successfully assisted over 6,500 companies in achieving an average conversion increase of 1.19%, with some even reaching 6%.

Addressing Payment Friction

Traditional online payment processes often lack flexibility, presenting the same payment options and security steps to every consumer regardless of their history or preferences. Research indicates that 37% of shoppers abandon their purchases if the payment process is too lengthy. Moreover, 72% of businesses report significant pressure from high transaction fees, which add strain to their profit margins. Personalize tackles these issues by introducing dynamic identification to streamline and enhance the checkout experience.

By utilizing data accumulated from transactions, Adyen enables businesses to recognize buyers and tailor their payment experience before they click the 'pay' button. This forward-thinking approach allows for the auto-sorting of payment methods based on what specific customers are most likely to use, creating a quicker and simpler process that aims to reduce cart abandonment rates.

"At checkout, minimizing friction while ensuring security is paramount," explained Carlo Bruno, Adyen's VP of Product. "Personalize achieves this balance by utilizing dynamic identification to instantly recognize buyers, allowing for an optimized experience from the outset."

Enhancing Efficiency and Security

The benefits of Personalize extend beyond speed; it provides improved margins and enhanced security by highlighting cost-effective payment methods and identifying risk signals before payment attempts occur. Backed by detailed reporting and A/B testing capabilities, merchants can pinpoint friction points and evaluate performance in real time. Preliminary data reveals that businesses could elevate their conversion rates by up to 6% and diminish transaction costs by around 3%.

Transforming Payments into a Strategic Asset

Pilot tests have shown that Personalize effectively aids companies in managing transaction costs while enhancing customer experiences. Tebi, a hospitality technology platform, reported a 4.26% cost reduction and a 0.8% increase in checkout conversions, underscoring how real-time payment personalization can safeguard margins without compromising customer experience.

Collaborating with Adyen allowed Tebi to create a payment process that adapts to customer preferences on the fly. Marc Hoynck, the Product Manager for Integrations and Payments at Tebi, noted, "In the hospitality sector, the final step of the purchasing journey should be the simplest. By aligning with how guests prefer to pay at the moment, we are capturing sales that previously slipped away due to friction while simultaneously decreasing transaction costs."

Available now for Adyen clients as part of the Adyen Uplift offering, Personalize represents a significant step in redefining payment solutions. For more insights and information about this revolutionary product, interested parties are encouraged to visit Adyen's website.

About Adyen

Adyen (ADYENAMS) is recognized as a premier financial technology platform serving leading companies globally, providing comprehensive payment solutions, data-driven insights, and financial products all in a unified global solution. Adyen partners with businesses such as Meta, Uber, and Microsoft, constantly enhancing its product offerings as part of its operational strategy. New products and features are announced regularly through press releases and company updates.